Webinar: Sparq
Join us as we unveil the next generation of online research – Sparq, the world’s first platform to unite custom panels, private online communities and one-off surveys. Register Here.
Case Studies
At the end of 2006, The Source by Circuit City, an electronics dealer with over 800 outlets, launched a custom online panel of 2,000 people to gather quick customer insights for decision making purposes. The panel now exceeds 10,000 people and is a vital tool for The Source to get customer feedback about ad concepts, brand perceptions, media buys, credit card design, website usability and store designs.
With their panel, The Source receives consumer insights that are actionable. In one example, the company launched a brand perception study to understand customers’ perceptions of The Source. The panel enabled the company to gather customer feedback which showed brand perceptions were influenced by the positioning of their competitors. As a result, The Source modified their communications resulting in incremental footsteps into their stores. The Source continues to test brand perceptions every quarter and occasionally compares results with the general population, showing very similar results.
Posted on August 14, 2008
Read more...
by Kimberly Smith Case study published on 5/20/2008 at MarketingProfs.com
When it chose to enter the saturated inkjet market 20 years late, Eastman Kodak had a few surprises up its sleeve: half-priced ink cartridges and prints that retain their bright colors more than 600 times longer than competitor brands. Still, in a world where more-tantalizing gadgets such as ultra-thin laptops and digital cameras often take center stage, the company found it also needed a little ingenuity on the marketing side if it was to merit the attention it needed to gain market share.
Proven advertising techniques were set in motion and a special promotion with NBC's Celebrity Apprentice was launched; nevertheless, questions remained about how effective those were in luring the target market. So company Research Analyst Aprille Byam quickly set out to get a better feel for market perceptions and behavior, hoping she might also generate excitement around the new technology.
Aspiring to bridge the gap between quantitative and qualitative research, she worked with online panel management provider Vision Critical in 2007 to create Print Rave, a fusion of Web-based panel and online community, that allowed the company to both directly communicate with users and moderate member-to-member interactions.
Posted on May 23, 2008
Read more...
by Kimberly Smith Case study published on 1/8/2008 at MarketingProfs.com
Each year, when Major League Baseball's postseason culminates with the World Series in October, all eyes are on the MLB—or are they? With most teams out of the running, do those teams' fans actually continue to watch? Are the time and resources invested in marketing such high-profile events worthwhile, or even in tune with fans' true passion for the game?
Such insight used to be financially infeasible for the MLB's Senior Director of Research Dan Derian. But the introduction of an online advisory panel in late 2006—dubbed the "MLB Fans at Bat" and made up of avid supporters from all over the country—has allowed the organization to successfully double its research efforts.
Moreover, it helped make the 2007 postseason far less ambiguous, answering not only which fans tuned in but also whether (1) Dane Cook was a good spokesperson; (2) the message was communicated clearly; (3) and the overall creative material was on target.
Posted on May 9, 2008
Read more...
In 2006 a major American telecommunications company developed a custom online panel to stay connected with the rapidly changing market and consumer environments. Their panel, called the “Digital Town Hall” allows the company to speak with thousands of customers on an ongoing basis about new technology, viewing habits, new services, advertising/ promotions, or any timely topic relevant to its consumers.
Posted on April 3, 2008
Read more...
In January 2006, Banana Republic launched a custom online panel of loyal customers called the Insiders. The profiling questionnaire incorporated segmentation to build a panel that was representative of the target market with a heavier focus on those that are more fashion engaged. Within two months the company had thousands of panelists ready to discuss the latest fashion and trends.
Posted on February 21, 2008
Read more...
Interested?
Why not set a time to speak with one of our industry experts to discuss how we can help.
 | ||
| ||
|
